Case Study: Network 10 achieves 200% engagement uplift and personalised viewer experiences with Optimizely

Network 10 - Customer Case Study

Network 10, one of Australia’s longest-running free-to-air broadcasters, faced a shifting TV landscape as streaming competitors raised audience expectations for digital experiences. Realizing that great content alone wouldn’t keep viewers engaged, the network set out to better connect shows with viewers by building a data-driven personalization and experimentation capability.

Partnering with Optimizely and The Lumery, Network 10 established an experimentation culture, a Personalisation Maturity framework and phased rollout of ML-powered recommendations and personalized home-page experiences (using Optimizely, Tealium and related tools). Early tests—like personalized home marquees and carousels—delivered strong results, including roughly a 200% uplift in engagement and click‑throughs for The Bold and The Beautiful, and measurable increases in minutes per user, with plans to continue scaling towards Netflix‑style recommendations.

Network 10

Jason Tippins

Senior Product Manager: Data, Personalisation, and Experimentation